Did you know that 91% of travel managers surveyed for a recent Cvent report now oversee both business travel and meetings?
Reed & Mackay’s Head of Client Partnerships, Events UK, DE & AUS, Mat Browne and Global Head of Event Travel Offline, Scott Blondel share their thoughts on how this trend could be a potential enabler for better safety and duty of care practices across both disciplines.
How does duty of care manifest differently in event travel compared to business travel?
Mat – Event travel can involve more complex risk scenarios than standard business travel. For example, managing group bookings, such as ensuring no more than 10 delegates are on the same flight, is a critical safety measure that often goes unnoticed when travel is booked through individual offices.
Event travel teams can proactively align bespoke insurance policies with client needs, advising on upgrades early in the quoting process. This proactive approach, made possible by centralised oversight, ensures better coverage and mitigates risks before travel begins.
Do you think the concept of duty of care has evolved in event travel in recent years?
Scott – Massively, especially in this post-pandemic world. Before, duty of care was largely about knowing where your travellers were. Now, it’s about so much more. With many travel managers now overseeing both business travel and meetings and events, there’s a real opportunity to centralise visibility and apply consistent safety standards across both.
For example, if people book outside of policy, visibility is lost, so risks like multiple employees on the same flight can’t be flagged. But when travel is managed centrally, there’s better compliance, risks are highlighted early and everything can be aligned with client-specific policies from the outset.
How do you ensure compliance and safety when managing event travel?
Scott – Every event request starts with a discovery call. We speak with all stakeholders to understand their specific policies, whether that’s using preferred airlines, vetted ground transport providers or suppliers approved by their health and safety teams. This level of detail can allow for a programme that’s both compliant and tailored to a client’s risk profile. And, because many travel buyers now oversee both business travel and events, these same standards can be applied and create a more consistent and proactive approach to duty of care. Our role is to ensure everything still flows through our centralised team, maintaining oversight and adding an extra layer of compliance.
What unique wellbeing challenges do delegates face when attending large-scale events?
Mat – One major challenge is travel fatigue. We conduct flight analysis during location sourcing to assess airtime and connections, helping clients choose destinations that minimise stress. For example, while somewhere exotic like Bora Bora may seem appealing, it can involve multiple flights and limited airport infrastructure, all factors that impact delegate wellbeing.
This analysis can be especially valuable for incentive travel, where time and comfort are paramount.
Have client expectations around traveller wellbeing changed?
Mat – We are seeing that the rise of Gen Z in the workforce has brought new expectations around mental health and inclusivity. Many attendees are first-time travellers and some may be anxious about large events.
Consider introducing pre-event meet-ups in smaller groups, such as with coffee catch-ups, to ease them into the experience. This kind of support can build trust and help everyone feel safe and included.
What role does proactive support in duty of care play in reducing stress for event attendees?
Mat – Tailored agendas are key. Not everyone wants to attend a wine tasting or go mountaineering. We’re seeing a shift toward personalised experiences that respect individual preferences and boundaries. Even something as simple as avoiding a pool party in a corporate setting can make a difference to how comfortable attendees feel.
How do you ensure event travel programmes are inclusive for all travellers?
Mat – Inclusivity starts with communication. So when we’re building event websites, we collaborate with a client’s comms teams to see if they’d like to include resources like mental health first aiders and support contacts. We also accommodate requests for bleisure travel, allowing attendees to extend trips for personal wellbeing. Flexible policies and direct billing options make this seamless and supportive.
Is there a link between wellbeing-focused event travel and improved attendee engagement or satisfaction?
Mat – Without a doubt. Engagement is everything. Gone are the days of static conferences in generic hotels. Today’s events use tech to drive interaction; live polls, gamification, anonymous Q&As. Event apps can yield a huge jump in survey response rates, compared to via email. This data helps us continuously improve and show that wellbeing-focused planning can boost return on investment.
How is technology enhancing duty of care during events, especially in terms of real-time support and itinerary changes?
Mat – AI is helping personalise travel experiences. For recurring events, you can identify patterns, such as delegates who regularly request extra legroom or quiet hotel rooms and proactively offer those options. These small touches may make attendees feel seen and cared for and, although the tech is still evolving, it’s already having an impact.
What advice would you give to companies aligning event strategy with broader duty of care goals?
Scott – Stay informed; your TMC should be partnering with visa and travel advisory services to ensure clients have access to the latest global safety updates. Systems flag high-risk destinations, giving travellers the choice to opt out or adjust plans. Empowering attendees with information is a cornerstone of responsible event planning.
What trends are shaping the future of duty of care in event travel?
Mat – Personalisation and purpose. Clients increasingly want to give back, whether it’s building bikes for local communities or participating in wildlife conservation. These experiences drive connection and fulfilment, aligning corporate goals with social impact. This is a really positive evolution of duty of care that goes beyond safety to include meaning and wellbeing.
And what’s the benefit of having one team manage a client’s business travel and events?
Scott – The key benefit is the joined-up thinking. When one team oversees both, patterns can be more easily spotted and policies streamlined. For example, if a client has a preferred ground transport provider for business travel, it can extend to group travel and events. It also means risks are flagged earlier because of full visibility. That’s a huge win for safety, compliance and wellbeing.
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